How brands can use ‘cute’ characters to drive results | WARC | The Feed
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How brands can use ‘cute’ characters to drive results
Brand character Creativity & research
Brands using “cute” spokescharacters must also consider the language they deploy and the nature of their consumer relationships to achieve the best results, a study in the Journal of Advertising Research (JAR) has argued.
Why it matters
Anthropomorphized characters, which take on human traits, are a unique way to embody a brand’s personality and values. But they must be part of a holistic strategy to deliver the maximum impact.
Some of the JAR study’s insights regarding “cute” anthropomorphized spokescharacters were:
- They can enhance associations of “warmth” if consumers perceive a brand as “communal” – that is “kind”, “responsive” and “genuinely concerned for the welfare of others”.
- Cute characters are not a good match for direct and assertive language, as the warmth of the former is offset by the transactional nature of the latter.
- Where consumers display “persuasion knowledge”, the “perceived sincerity of a cute character might be discounted” if the mascot is seen as a tool for persuasion, not for genuine warmth.
Sourced from Journal of Advertising Research
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